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Everything you send out or post says something about who you are. It could be the first interaction someone has with you or your brand which will determine how they view you going forward. Is it alright that they see you as sarcastic? If not you may want to re-think a smart alec post. On the other side if your brand image is witty and entertaining you may want to avoid overly dry posts. Keeping this in mind it is important to be strategic about what you share.

Your personal content should be about 20% of what you share. Links back to your website, posts, specials, quotes and anything else that promotes you will make up this percentage. The other 80% of your content should be general industry related. Answer these questions to breakdown the rest of your content:What do you specialize in?If your expertise is in small business, couture fashion or pet supplies make sure you have your focus on that. 50% of the content you share should come from this main category.What else matters to you?For example, couture fashion may also care about color trends, hair and nail trends and beauty treatments. These are very closely related to your main focus and help draw in a wider audience. You should choose 3 other categories and include these consistently. This content should be 20% of what you share.If you had to choose one thing to include in your business that you love because it is part of your life even if it’s not totally business focused what would it be?If your main focus is pet supplies and your other categories are pet clothing, training tips and pet nutrition then maybe a good outlier category would be travel. Pet owners have extra dilemmas when they travel. Whether it is traveling with their beloved pet in tow or boarding a pet they have an extra thing to consider. This should be 10% of your content.

Maintaining this balance will create your business’ voice online. It allows for you to show your expertise in the main focus of your business as well as increasing your audience through related topics. When in doubt refer back to this formula as to what your focus is.Remember: Consistency will get you the results you are looking for.